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superbrands.com/sg An Insight Into Many of Singapore’s Strongest Brands Volume 14
Published by SB Asia Pte Ltd 10 Kallang Avenue #14-10 Aperia Tower 2 Singapore 339510 Tel: +65 9820 0416 Email: mark.pointer@superbrands.com Under license from Superbrands Ltd Copyright Superbrands Ltd. 2023 35 Ballards Lane London N3 1XW England All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic, digital, or mechanical, including scanning, photocopying, recording or any information storage and retrieval system relating to all or part of the text, photographs, logotypes without first obtaining permission in writing from the publisher of the book together with the copyright owners as featured. The trademark of SUPERBRANDS® is a trademark of Superbrands Limited. The logo is the subject of copyright of Superbrands Limited © Superbrands Limited 2023 All of the companies who own the Superbrands featured in this publication have given their consent for the use of the brand name, logo and photographs shown. Any enquiry regarding a specific Superbrand should be made to the relevant company. Chief Executive Officer Superbrands Singapore Mark Pointer Country Director Jonathan Hardy Brand Liaison Manager Roman Suarez Creative Director Meng Salazar Graphic Designers Louvia Ramos Abi Sandoval
Contents
Contents 006 About Superbrands 008 The Superbrands Mark of Excellence 010 Foreword 050 MindChamps 052 MODE 054 Nail Palace 056 New York Skin 058 Ocean Health 060 Peoplesearch 062 Shakura 064 Sheng Siong 066 SIS 068 TCS 070 The Ascott 072 The Singapore Business Show 074 Tokio Marine 076 Transitions 078 UGS 080 Yun Nam Appendix 082 Navigating the Modern Marketing Landscape 088 Brand Loyalty 012 Superbrands Selection Process 019 The Mark of Brand Excellence Brand Stories 020 Bosch 022 BVA BDRC 024 City Energy 026 Dorra 028 Dulux 030 Extra Space Asia 032 Gardenia 034 Hockhua Tonic 036 Holistic Way 038 Initial 040 Jumbo Seafood 042 LACY’S 044 London Weight Management 046 Marketing Institute Singapore 048 Marshall Cavendish 094 List of Categories 096 Brand Directory
6 Superbrands Volume 14 About Superbrands
7 Singapore’s Strongest Brands Superbrands is the leading global brand award. Launched in London in 1994, Superbrands has grown into a worldwide organisation that operates in more than 90 countries throughout the world and has become a global brand in its own right. The Superbrands organisation identifies and pays tribute to exceptional local and international brands within the local market. It helps those brands leverage their Superbrands Status to the brands’ customers, stakeholders, employees, and the wider community. In Singapore, Superbrands has been helping companies build brand recognition and trust for more than twenty years. Participation in Superbrands is by invitation only and Superbrands awards are decided by consumer votes. Becoming a Superbrand means joining a prestigious group of the world’s outstanding brands. The Superbrands brand reference book tells the story of many of Singapore’s successful brands, exploring their history, recent developments and achievements. It forms part of a broader platform that pays tribute to the strongest brands in the category. By identifying these brands and compiling their brand stories, Superbrands hopes that people will gain valuable insight into the discipline of branding and a greater appreciation of the brands themselves. Superbrands is the most enduring mark of brand excellence.
8 Superbrands Volume 14 The Superbrands Mark Of Excellence
9 Singapore’s Strongest Brands Brands that have achieved Superbrands Status in Singapore and participate in the programme are entitled to use the Superbrands “Singapore’s Choice” logo on their marketing and communications collaterals. Independent consumer research has consistently shown over the years that the Supebrands logo is more widely recognised by Singapore consumers than any other brand award logo. Consumers say that it is the logo they trust the most and that it has more credibility than others. The majority of consumers also say that they are more likely to buy a brand they see associated with the Superbrands logo. This powerful endorsement gives existing and potential customers reassurance when considering brand purchases and helps brands stand out from others in a crowded marketplace. It also provides evidence to key stakeholders and employees of the exceptional standing that the brand has achieved. Achieving Superbrands Status is something special.
1 0 Superbrands Volume 14 Mark Pointer CEO, Superbrands Singapore Foreword
1 1 Singapore’s Strongest Brands Welcome Superbrands Volume 14 In the ever-evolving landscape of business and economics, one constant remains: change. The currents of economic conditions can shift swiftly, altering the course of industries and challenging even the most steadfast organisations. In this dynamic environment, the power of branding emerges as a critical navigational tool, allowing companies to not only weather the storms of uncertainty but also thrive amid shifting tides. As economic conditions ebb and flow, the importance of a strong and resilient brand cannot be overstated. A well-crafted brand serves as a lighthouse, guiding both consumers and stakeholders through the fog of uncertainty. It is a promise, a symbol, and a source of trust in an unpredictable world. When done right, branding becomes a strategic asset, capable of bolstering a company’s reputation, fostering customer loyalty, and influencing market perceptions. In times of economic uncertainty, consumers often gravitate toward brands they perceive as dependable and trustworthy. This is where the essence of branding truly shines. A well-established brand with a history of delivering quality products or services can instil a sense of stability and comfort in consumers, fostering long-term relationships that extend beyond economic fluctuations. In these pages, we embark on a journey to understand what elevates a brand from ordinary to extraordinary, from forgettable to unforgettable. What is it that makes a Superbrand more than just a name? Is it their innovative products, their unique positioning, or their unswerving commitment to customer satisfaction? The answers may vary, but the underlying principles that drive Superbrands to the summit of success are both enlightening and inspiring. Moreover, this book is a tribute to the tireless efforts of visionary leaders, creative minds, and dedicated teams that transform mere companies into cultural phenomena. It celebrates the courage to challenge norms, the audacity to dream big, and the wisdom to know that a Superbrand is more than a product; it is a force of nature that shapes perceptions and transcends generations. Whether you are a marketer, entrepreneur, or simply a curious observer of brands, I hope that the brand stories in this book will captivate your imagination and provide you with an insight into what makes a Superbrand.
1 2 Superbrands Volume 14 Superbrands Selection Process
1 3 Singapore’s Strongest Brands Research Background Superbrands Singapore commissions independent consumer research conducted by the research agency BVA-BDRC to identify Singapore’s strongest brands. Opinion polling is used to assess which brands are consumers’ favourite brands across a range of product and service categories. A total of 99 consumer product and service categories were voted on by Singapore’s consumers. This polling was against a very robust sample size of 1,517 consumers in Singapore aged 18-54-years-old and excluded anyone working in media, public relations, advertising, market research and those organisations specific to Superbrands and affiliated organisations. Consumers were asked to vote for their “favourite brand” based on the following statement for each of the various categories: “When you think of the [category] which brand is your favourite brand? It may be a brand you are currently using, or it could be based on your perception of the brand?” A second follow-up question was also asked for each category: “Apart from the brand that you have just mentioned, which brand would you say is your next favourite brand?” ‘First mention’ votes and ‘second mention votes’ were then recorded. The respondents were also able to reply “none of the above” or nominate another brand if their favourite brand was not represented. This methodology identified a long list of 811 different brands. However, only those brands that achieved a statistically significant number of votes were qualified for participation in the programme. Once nonqualified brands were removed from the list, a total of 568 brands made the short list. It is these brands that may be invited to participate in the Superbrands programme. Method Consumers were sampled through online access panels. Each panel was matched in terms of the demographic profile according to age, gender, and ethnicity of Singapore. The survey was a selfcompletion online questionnaire and across 99 categories. Findings Despite a plethora of brand awards now flooding the Singapore market, 56% of all consumers are aware of the Superbrands Awards programme. Superbrands is the most recognisable brand award in Singapore, followed by its banner “Singapore’s Choice” both of which are significantly ahead of the Reader’s Digest’s Trusted Brands, the Prestige Brands Awards, the Enterprise 50 Awards and Influential Brands, amongst others. Those in the 30-39-year-old age group are more familiar with the Superbrands (69% vs overall 60%) probably by virtue of greater exposure to a range of consumer
1 4 Superbrands Volume 14 goods and products, e.g. through retail outlets and generally buying a broader portfolio of products. Q. Which of the following brand awards have you heard of? Col (%) Singapore’s Choice / Superbrands Singapore Prestige Brand Superbrands Trusted Brands Top Brands Enterprise 50 Awards Singapore Promising Brand Awards Influential Brands 56% 33% 32% 32% 24% 24% 23% 16% By far the most likely exposure to the Superbrands logo is on product packaging and in-store displays, which reflects that fact that the logo has a powerful call to action within a retail environment. Approximately half of the consumers say that they have seen the Superbrands logo in more traditional media such as newspapers or magazines; however an increasing number of consumers are reporting seeing the logo in digital media. Many brands now see an increasing opportunity to leverage their Superbrands membership through online channels and social media. This opens up a whole new way of communicating the brand’s Superbrands Status and in particular as a way of reaching out to a younger consumer group and bringing them into the brand franchise. As a result, 42% of consumers now say that they have seen the Superbrands logo online, or on brand websites, or used in social media. Q. Where have you seen the Superbrands logo? Col (%) Product packaging In-store displays Brand websites Online Social media Shop windows Newspapers Magazines Outdoor advertising Events & exhibitions Buses, taxis, MRT TV 53% 37% 22% 20% 19% 18% 17% 15% 15% 14% 13% 13% Approximately all consumers agree that the logo is a statement that the product or service must have a good reputation and it gives them increased confidence about buying that brand. In tandem with this, association with the logo means it is a brand that can be trusted and puts it above other brands in the same category. Singapore’s consumers tend to see Superbrands as an established brand in its own right with 32% of respondents saying that Superbrands is the “leading brand award in Singapore”, that its logo is the most recognisable, and that it has more credibility than other brand awards. The Superbrands logo really does resonate with Singapore’s consumers with an impressive 94% of respondents to the survey agreeing with at least one of the statements below. The Superbrands logo helps build brand equity for brands in a wide range of areas such as brand reputation and credibility. Mostly,
1 5 Singapore’s Strongest Brands it is about building a reputation. About half of consumers feel that seeing a brand associated with the Superbrands logo, implies that the brand has a good reputation. Consumers also feel more confident about buying that brand, and it reinforces their sense of trust in the brand promise. They therefore think that they are making the right brand choice. The third-party endorsement that Superbrands conveys to brands also leads consumers to believe that the brand must be of better quality than others in the same category, that it consistently delivers on its promise and that the brand is good value for money. Some consumers also stated that they are more likely to stay loyal to the brand and would be prepared to pay a higher price for a brand associated with Superbrands. Q. When you see the Superbrands logo associated with a product or service, which of the following statements would you agree with? Col (%) This product or service must have a good reputation I feel more confident about buying this brand This is a brand that I can trust Gives me reassurance that I am buying the best brand in its category Better quality brand compared to other brands in the same category Deliver consistently on its promise Offers good value for money More likely to stay loyal to this brand Prepared to pay a higher price for this brand 40% 40% 40% 35% 35% 29% 24% 20% 18% 76% of consumers state they would be more likely to buy a product or service if they saw the brand featured with the Superbrands logo, with 19% reporting ‘much more likely’. The impact of the Superbrands logo and the positive consumer sentiments that it generates towards brands spans all consumer age groups. Q. If you were intending to buy a product or service and you saw the brand was associated with Superbrands, how much more likely would you be to consider the brand? Col (%) Much more likely More likely Neither Less likely 19% 57% 21% 2% 70% of consumers said that they were more likely to try a product or service for the first time when they saw it with the Superbrands logo.
1 6 Superbrands Volume 14 Q. If you were intending to buy a product or service and you saw the brand was associated with Superbrands, how much more likely would you be to consider trying the brand for the first time? Col (%) Much more likely More likely Neither Less likely 16% 54% 26% 4% The Superbrands logo helps build and reinforce brand trust with 74% of consumers more likely to trust the brand. Whether it’s a potential new customer or an established brand loyalist, the logo implies that they are making the right brand choice. Q. If you were intending to buy a product or service and you saw the brand was associated with Superbrands, how much more likely would you be to trust that brand? Col (%) Much more likely More likely Neither Less likely 19% 55% 23% 3% More significantly though, 77% of consumers would be more likely to try a new product or service if it was associated with the Superbrands logo. Q. If you were intending to buy a product or service and you saw the brand was associated with Superbrands, how much more likely would you be to consider trying a new product or service? Col (%) Much more likely More likely Neither Less likely 16% 61% 20% 3% It also follows that Superbrands will help to encourage recommendation, with 59% of consumers stating that they would be more likely to recommend a product or service with a Superbrands logo. Q.If you were intending to buy a product or service and you saw the brand was associated with Superbrands, how much more likely would you be to recommend that brand to friends and family? Col (%) Much more likely More likely Neither Less likely 16% 43% 37% 4% As every marketer knows, trying to get consumers to switch from their regular brand to try a different brand is extremely difficult and yet 56% of consumers say that they would consider precisely that when seeing a brand associated with the Superbrands logo.
1 7 Singapore’s Strongest Brands Q. If you were intending to buy a product or service and you saw the brand was associated with Superbrands, how much more likely would you be to consider switching from your regular brand to buy that brand? Col (%) Much more likely More likely Neither Less likely 14% 42% 38% 6% Conclusion The results clearly demonstrate that the Superbrands logo does a lot to build brand equity, mostly concerning its reputation, and its ability to stand out from other brands in the category – something that is particularly important in ‘crowded categories’ such as consumer goods. A brand’s association with the Superbrands logo clearly creates a strong and positive influence on consumer purchase intent with 76% of consumers saying that they would be more likely to consider buying the brand. Additionally, 41% said they were more likely to pay a premium for the products or services carrying a Superbrands logo and three in four consumers say they would be more likely to try new products or services. In summary, the Superbrands brand itself has very high awareness in Singapore and is perceived by consumers as a representation of good brand reputation, superior quality and trustworthy brands. It gives loyal consumers reassurance that they are making the right brand choice and its impact on the perception of the brand with potential new users and its influence on their decision-making process is significant. Hence investing in the Superbrands branding platform would seem to represent a good ROI for brands, both in terms of potentially increasing sales for the product, and the margin on those sales. ABOUT BVA-BDRC BVA BDRC is an award-winning international consumer and business insight consultancy conducting research in over 100 countries.
1 8 Superbrands Volume 14
1 9 Singapore’s Strongest Brands Qua l i t y Trus t Distinction The Mark of Brand Excellence
20 Superbrands Volume 14 Market For over 75 years, the name Bosch for household appliances has stood for expert development, technical quality and reliability. Today, Bosch is Europe’s leading household appliance brand and the third-largest in the world, with its refrigeration appliances, washing machines, dishwashers, cookers and consumer products sold in all corners of the world. Recognising that about 90% of energy consumption occurs during the actual use of a home appliance product, Bosch is committed to developing products that conserve resources and protect the environment. Consumers are also increasingly aware of the importance of investing in energy efficient products. In a highly competitive market, Bosch stands above the competition by offering super efficient home appliances with the highest standards of performance and reliability. In this way, the company demonstrates its core values of treating people and nature with respect, which is the very foundation of the organisation’s energy efficient, resource-conserving and sustainable products and processes. Achievements Bosch takes great pride in the design and engineering of its products, always striving to offer consumers appliances that go above and beyond the ordinary. For many consumers, the Bosch’s energy-efficient and resourceconserving products, demonstrate the company’s continual pursuit of excellence that has resulted in multiple awards. Bosch has scored ‘first’ with many of its products – the first hand-held vacuum cleaner with lightweight plastic casing in 1961, the first electronic washer-dryer with dialogue system and the first vacuum cleaner worldwide with automatic suction regulation in 1980. Over the past 15 years Bosch has ushered in a new era in energy and water saving products and continues to challenge itself to reach even greater heights in energy efficiency and resource conservation. History Robert Bosch GmbH, Stuttgart, was founded in 1886 by Robert Bosch, who opened his ‘Workshop for Precision Mechanics and Electrical Engineering’, constructing and installing electrical equipment of all kinds. At the Leipzig Spring Fair in 1933, Bosch presented the refrigerator, and in 1951, the range was expanded to include numerous other products such as food processors, washing machines and dishwashers. In 1967, a joint venture between Bosch and Siemens created BSH Bosch & Siemens Hausgeräte GmbH, which today ranks as the world’s third-largest manufacturer of home appliances. Bosch has been present in Singapore since 1923 and is today represented in the republic by four companies - Robert Bosch (SEA) Pte. Ltd., Bosch Rexroth Pte. Ltd., Bosch Packaging Technology Pte. Ltd. and BSH Home Appliances Pte. Ltd. In May 2010, the company’s new regional headquarters in Bishan was officially opened by Mr Lim Hng Kiang, Singapore’s Minister for Trade & Industry. To date, the headquarters has received two environmental awards. The State of Singapore’s Ministry of Construction awarded the new building the Platinum rating, the highest under its “Green Mark” programme. The building also received the national Clean Energy Programme’s Solar Pioneer Award. In 2011, Bosch celebrated its 125th anniversary, as well as the 150th anniversary of its founder’s birth. For more than 125 years, the company has heavily invested in products that protect the environment and that conserve resources; products that truly are ‘invented for life’. Product Bosch is focused on creating home appliances that meet the needs of today’s busy families
2 1 Singapore’s Strongest Brands and individuals, providing superior performance, unmatched quality and energy efficiency, and remarkable ease of use. The company only produces eco-friendly products that exceed minimum energy efficiency ratings. Bosch offers a wide range of home appliance products – ovens, microwave ovens, cooktops, range hoods, warmer drawers, washing machines, dryers, dishwashers, refrigerators, wine coolers, espresso machines, steam irons, vacuum cleaners, kitchen machines, and juice extractors. With a strong emphasis on sustainability, products are designed with safety top of mind, along with the economic use of resources and a responsibility towards the environment. The company’s dishwashers are today ranked No. 1 in Europe. Bosch offers its customers solutions that are thought through to the smallest detail, and that are as intelligent as they are efficient. One example is in the Bosch ActiveWater Eco2 dishwashers – the world’s most economical dishwashers – that include two innovative technologies in one energy saving appliance: ActiveWater water management and Zeolith® drying. ActiveWater Eco2 dishwashers use only 6.5L of water and 0.73kwH of electricity to clean 13 place settings – providing consumers with the lowest water and energy consumption of all time in a dishwasher. Today, as one of the top three market leaders for washer front loaders in Singapore, Bosch’s many award-winning technologies simplify the performance of everyday tasks, allowing consumers more time for things that matter to them. Recent Developments The Zoo’o ProAnimal is a cordless hand-stick vacuum cleaner that can be used to clean all kinds of surface – carpets, sofas and even car seats. It has a ProAnimal nozzle that features a high cleaning performance, a unique brush roll that is ideal for picking up pet’s hair, and a range of epitomised attachments for upholstery and hard to reach spots, to ensure perfect vacuuming results every time. Thanks to its quick charging time and flexible cordless design, the Zoo’o ProAnimal is always ready to hand for a quick spontaneous clean. The highly powerful Bosch Lithium-Ion battery pack combines high performance with an extra-long runtime, short charging time and long lifetime. The cordless design with professional accessories like an additional suction hose, shoulder straps and nozzles for upholstery, crevices and car seats lets you reach every last nook and cranny. Promotion Bosch believes that our commitment to creating innovative products and solutions should never come at the cost of nature. This is a conviction that we share with World Wide Fund for Nature Singapore (WWF-Singapore), in bringing our ideals of ensuring a greener way of life from cooking to eating and living. We learnt from WWF that 90% of fishing grounds in the world are already over-fished or fully exploited, and feel compelled to help restore the oceans by transforming the way Singaporeans consume seafood. As such, we hope to write the next chapter of our sustainability story through a recipe book. With the help of global chefs and restaurateurs, the recipe book introduces responsible seafood alternatives across a wide range of cuisines. Brand Values The Bosch brand today stands for the same values it did when Robert Bosch opened his workshop in 1886 and it is these values that have carried the company through its 125-year history. The company’s seven core values are future and result focus; responsibility; initiative and determination; openness and trust; fairness; reliability, credibility and legality; and cultural diversity. The established Bosch logo serves as a constant reminder of its company history, representing a simple magneto armature and casing, one of the first components that it produced. “It’s better to lose money than trust”, the philosophy that the company’s founder, Robert Bosch, believed in, continues to guide Bosch in developing high-quality technical products and assuming social responsibility wherever it operates. Treating people and nature with respect has been a corporate principle from the beginning and is reflected in the company’s energyefficient, resource-conserving and sustainable products and processes. bosch-home.com.sg BoschSingapore bosch-asean boschhomesg Bosch was founded on 15 November 1886 by Robert Bosch as a small craft business in Stuttgart, he named as, ‘Workshop for Precision Mechanics and Electrical Engineering’. Bosch files 3,800 patent applications each year. The first Bosch refrigerator was launched in 1933. The Bosch Dillingen factory produces over two million dishwashers a year and is the world’s largest dishwasher factory. Bosch dishwashers are required to undergo 200 individual quality control tests and are endurance tested under stringent conditions to ensure a long and trouble-free life. The Bosch Traunreut factory (in Southern Germany) produces 2.3 million units per year of which a third are hobs and the rest are divided equally between freestanding ovens, microwave ovens and electrical water heaters. Did You Know?
22 Superbrands Volume 14 Market BVA BDRC is an award-winning international consumer and business insight consultancy conducting research in over 100 countries. The agency, part of the Paris-based BVA Family, offers an extensive range of research services. BVA BDRC helps organisations transform and grow by fusing insight, behavioural science and deep sector knowledge. The BVA Family is a top 20 global research consultancy with more than 800 staff in seventeen offices around the world. It is a market leader in several business sectors, including finance, luxury retail, automotive, hospitality, travel, tourism, telecoms and media. BVA BDRC is renowned for its consultative approach and ability to add value to client businesses by delivering research insight from multiple markets. This cross-disciplinary approach enables the group to provide market intelligence that reflects a deep understanding of client issues within the wider business context. Achievements BVA BDRC is staffed by highly experienced researchers with solid reputations in individual fields as well as in the market research industry. The company’s collaborative global working practices have created the ideal platform for debate, innovation and insight. It is consistently recognised for its work within the industry, having won several international awards, including from the Market Research Society, Media Research Group and AURA. It is also appreciated by clients, gaining high scores in customer satisfaction surveys and a significant amount of repeat custom and internal client awards. BVA BDRC was one of the first market research agencies to achieve the ISO 27001 security accreditation, which, combined with the ISO 20252 Market Research industry standard, demonstrates a long-term commitment to quality and data security. History Founded in 1991 and headquartered in London, the agency has grown to cover the full range of research services, from data collection through to consultancy. Common to all is the mission to deliver clear insights that place the customer at the heart of clients’ strategic decisions. Over the years, BVA BDRC has grown an international network of offices in Washington DC, Singapore, Sydney, and Cape Town. The Asia Pacific headquarters was established in 2011. Led by Piers Lee, who has held senior management positions in Asian market research firms since 2000, the agency operates in Southeast Asia, Northern Asia, Greater China and the Indian subcontinent. In 2018, BDRC became part of the Paris-based BVA Family, rebranding as BVA BDRC. The BVA Family’s international footprint means that the group can combine in-depth knowledge of local issues with the ability to deploy global solutions. Product BVA BDRC blends insight, deep sector expertise and behavioural science to drive growth for its clients. The wider groups capabilities ensure
2 3 Singapore’s Strongest Brands that end-to-end data intelligence helps clients pursue the right strategic options and decisions: Data acquisition: Robust data collection systems, rigorous quality control, secured data storage systems Data integration: Bringing together and integrating all types of data, from online surveys to deep-dive depth interviews Data transformation: Where the Data Factory technology team, data scientists, qualitative experts and sector specialists bring out the business implications Data visualisation: With proprietary technology platform and graphic design specialists Data decision: Helping clients pursue the right strategic options and decisions: Hotel Guest Survey - The definitive source of global insight on hotel brand performance, market dynamics and customer behaviour. Moments of Truth - Benchmarking customer experience in key touchpoints across financial services. VenueVerdict - Providing intelligence about the client experience at hotels and meeting venues. Business Opinion Omnibus - Cost-effective, credible business insight into SMEs and small corporates, the engine room of the economy. XPASS - Goes beyond simple satisfaction and delivers a comprehensive toolkit for developing strong, sustainable customer relationships. International Schools Research - Qualitative and quantitative surveys among parents who send children to international schools in Asia. Recent Developments One of BVA BDRC’s key strengths is its ability to apply the latest research techniques and thinking to benefit its clients. Since joining The BVA Family, the company has built on its customer experience and behavioural science expertise to create industry-leading propositions for its clients. BVA BDRC believes human behaviour is the starting point, the lever and the end point of any transformation process, and alongside colleagues in the BVA Nudge Consultancy, they help clients create affordable, sustainable and transformative changes in customer and employee behaviour. Its new suite of Customer Experience tools, XPASS, goes beyond simple satisfaction and delivers a comprehensive toolkit for developing strong, sustainable customer relationships. Informed by years of research and development, this innovative new solution maximises CX return on investment. Sustainability has become a key part of the company’s research expertise. With their proprietary data and industry knowledge, they are launching several research programmes to help brands meet their sustainability goals and allow them to take advantage of the commercial opportunities sustainability represents. Promotion BVA BDRC’s employees are regular speakers at leading industry forums. In Asia, Managing Director Piers Lee held the position of President of the Market Research Society of Singapore from 2009-2011 and is a regular speaker on industry-related topics. He also contributes to Asia Research, the leading publication for the market research industry in Asia. His articles cover the latest developments concerning online and mobile research technology, insights into the evolution of the market research industry and the influence of Asia’s rapidly growing markets. BVA BDRC frequently contributes to industry publications, especially in Finance and Hospitality. They regularly produce whitepapers and reports; recent topics have included customer experience, sustainability in the tourism sector, and the state of the meetings industry. The BVA Family Human Advantage Conference have its second edition in 2023. The event brings together leading experts, thought leaders, and industry professionals from around the world who are at the forefront of behavioural science. Brand Values Each project, whether conducted domestically or overseas, is sealed with the BVA BDRC brand promise. The commitment is to enable progressive organisations transform and grow, through the effective delivery of consumer and market insights, with information that is primarily derived from survey research. Positioned as one of the market research groups entrusted by clients to perform important analytical work, BVA BDRC has proved itself to be a reliable yet innovative ‘best in class’ provider of customer and market insight, analytics and tools that can be used to enhance the business planning process. BVA BDRC recently signed up to the Market Research Society’s (MRS) Diversity and Inclusion pledge, ensuring they do not discriminate in their research or working practices. The company are also proud to have signed the MRS’s Net Zero Pledge, committing them to become Net Zero by 2026. BVA originally stood for “Brulé Ville et Associés”, after the business’s founders, and BDRC “Business Development Research Consultants” – the full name was rather too long and was quickly abbreviated. BVA BDRC is actively working towards B Corp accreditation. BVA BDRC undertakes an annual survey of parents who send children to international schools in Asia, examining the brand standing of international schools, and the means for attracting new students globally. Every year, 3% of the BVA Group’s turnover is invested in Research and Development. bva-bdrc.com x.com/bva_bdrc bva-bdrc Did You Know?
2 4 Superbrands Volume 14 Market City Energy currently operates Senoko Gasworks, Singapore’s only town gas plant. It produces town gas piped directly to residents and businesses, including restaurants, hawker centres, coffee shops, food caterers, hotels, malls, hospitals and more. With over 880,000 customers, City Energy is committed to being a leading energy provider with quality service and focus on innovative green technology and solutions. Recent initiatives include smart home Internet-of-Things (IoT) solutions, one-app cross-border electric vehicle (EV) charging services, and ongoing exploration of incorporating green hydrogen into town gas production to reduce the nation’s carbon footprint. City Energy is a member of Keppel Infrastructure Trust listed on the SGX. Achievements After emerging from the darker times of the Covid-19 pandemic with a new identity and purpose, City Energy clinched the Singapore Prestige Brand Award 2020/21 in the Heritage Brands category and received the Transformation Award in the same category. In 2022, the company attained the Superbrands award, having been voted the favourite water heater brand in Singapore. City Energy was also the only home-grown firm ranked in the top 10 of Singapore’s Best Employers 2022 list. History City Energy was founded in 1861 as the Singapore Gas Company. In 1862, Kallang Gasworks was constructed to manufacture town gas for street lighting. It would be City Energy’s home for over 130 years before being replaced by Senoko Gasworks in 1997. City Energy is always improving the quality and reliability of town gas by consistently taking steps to lower carbon emissions. In 1966, it set up pollution-free naphtha gas-making plants in Kallang Gasworks. City Energy also shifted to using natural gas as partial feedstock in its town gas production process in 2003. The company is now going even further by exploring using green hydrogen in town gas production to decarbonise the process entirely. In 1902, the company had a customer base of approximately 500 and needed to find ways to increase gas sales. It lowered the gas price and provided all new customers living within 15 metres of a gas main with a free gas lamp. Alongside the petroleum tax’s introduction, which drove electricity prices, the demand for gas rose. Almost a century later, in 2004, City Gas, as the company was known then, hit its 500,000th customer milestone. In 2017, City Gas hit its 800,000th customer milestone. In December 2021, City Gas transformed into City Energy, marking a new era after 160 years of just being Singapore’s sole provider of town gas. In recognition of its customers’ changing needs and the nation’s commitment to being a greener and more sustainable city, the transformation promises to provide innovative greener energy solutions that meet the needs of a growing city-state and changing planet. Product City Energy believes that it can be a positive force against climate change by exploring innovative low-carbon energies and new technologies. Its core offerings reflect the company’s readiness to support Singapore’s drive towards lower carbon emissions by 2030 and becoming an internationally recognised eco-city. The company is always looking to harness cuttingedge technologies to incorporate sustainability into the heart of its business. An ongoing study is conducted in partnership with institutes of higher learning and industry counterparts to evaluate the feasibility of green hydrogen production, importation, and storage in Singapore. City Energy hopes to develop a long-term sustainable supply chain of green hydrogen through this initiative to further lower carbon emissions during town gas production. Through Life by City Energy, the company offers IoT-enabled solutions for greener and smarter homes. This includes smart gas hobs, smart gas heaters, hoods, and gas dryers tailored for various household sizes. With sleek designs and built-in safety features, City Energy’s home solutions range is inclusive and safer without compromising aesthetic appeal. City Energy also provides a seamless oneapp cross-border EV charging service - Go by City Energy, under its new subsidiary, City Energy Go. It boasts a strategic partnership with a Malaysian partner to extend charging
25 Singapore’s Strongest Brands connectivity across the border. This service is the first in Singapore to be supported by just one mobile app that EV drivers can use in Singapore and Malaysia. The process is seamless; for instance, Go users paying for EV charging fees in Malaysia will use their designated credit card set up in the app to convert this payment to Singapore dollars, and this is no different from when they pay for anything in Malaysia via credit card. To further its green goals, City Energy has expanded its business portfolio to include solar solutions under its joint venture with Osaka Gas, City OG. City OG is an energy-as-a-service provider that helps businesses transit to netzero at a faster pace. Recent Developments Customers can find the newly launched IoTenabled Küche Smart Collection at Life by City Energy. It is a German-inspired, eco-friendly, new state-of-the-art kitchen solution that blends sleek design with intelligent features. It sets the standard for Smart Homes, with each appliance equipped with safety functions and designed to be controlled remotely through the iAppliances app. Using the same app, homeowners can also monitor the gas consumption of the Küche appliances in their homes and better manage their utility bills. They have inter-operability capabilities, allowing for syncing and controls via Google Home Assist. The collection creates greater convenience at home and sets itself as a premium choice for homeowners and property developers. Life by City Energy also underwent renovation and expansion work in 2022 to create a more robust customer journey and elevated shopping experience for homeowners. The new store offers an intelligent, garden-in-thehome concept, featuring an open kitchen with innovative technological elements. The design allows for a creative, self-guided experiential tour that will inspire the homes of the future. Promotion City Energy’s approach to engaging its customers and brand promotion is multipronged, defined by a balanced blend of online and offline avenues. The physical Life by City Energy store at Plaza Singapura is one of City Energy’s main avenues of customer engagement. Customers enjoy dedicated customer service and live demonstrations. An e-store is also available for consumers to shop from the comfort of their homes. Using print and broadcast media, City Energy ensures that it reaches a wide range of customers. The company publishes advertisements and editorials in newspapers and occasionally magazines. Out-of-home advertisements are also available in public spaces or in the form of bus wraps. It runs advertisements on popular radio stations. City Energy uses social media for customer engagement. The company strategically leverages Facebook for its sale campaigns, Instagram for inspirational designs, TikTok to engage millennial audiences, LinkedIn for official announcements and news, and YouTube to introduce viewers to its various brands in detail. As an ardent hawker culture and heritage advocate, City Energy co-runs the well-known City Hawker Food Hunt with Shin Min Daily News. The food contest is Singapore’s longestrunning hawker food contest that recognises and validates the best hawker dishes served island-wide and contributes to building a good community. Brand Values City Energy’s tagline, “Good Energy for our City”, defines its purpose and drive to energise a sustainable future for the community, city, and planet with the right energy choice. The company has four core values that form its purpose. Lead the green energy journey – City Energy continues to lead the conversation on good energy and strives to offer smarter energy solutions. They aim to provide greener energy solutions to the future generations of Singapore. Thrive on collaboration – City Energy’s mission to find and provide good energy calls for close collaborations, including rendering support and partnerships with industry counterparts and customers. Inspire trust in all – With 160 years of experience, City Energy prides itself on the trust it has built and is continuing to develop with generations of families and businesses. The company’s customers are confident that City Energy will continue to provide them with good energy, which keeps the company going every day. Be people obsessed – City Energy remains committed to treating employees and customers well. Employees are its most significant asset who work tirelessly for customers and make the company what it is today. They are critical in helping City Energy bring good energy to the city for 160 years and beyond. If every household in Singapore uses electric storage water heaters and all switch to gas water heaters, it would be equivalent to the planting of 1.4 million trees. In the 1950s, the City Council launched an island-wide campaign to popularise the use of gas. Kallang Gasworks was used to produce gas from fuel oil instead of coal. It was the first in Southeast Asia to do so, making it the most modernised of all plants in the region. City Energy powered the first gas street lamps in Singapore on 24 May 1864, during the grand celebration of Queen Victoria’s 45th birthday. cityenergy.com.sg CityEnergySG CityEnergySG CityEnergySG Did You Know?
26 Superbrands Volume 14 Market Dorra is a tummy, hip and thigh slimming expert offering exclusive fat-burning formulation and body-shaping technologies. The slimming centre’s unique approach to achieving its customers’ slimming goals involves: Targeting stubborn fat and cellulite Body shaping/targeted slimming treatments Fast yet effective treatment (20 to 40 minutes per session) Visible CM loss (up to 5cm) in just one session No pills, no injections, no crash diets Slimming down in comfort – no perspiration 100% female environment Dorra Slimming provides effective customised slimming solutions to female customers aged 18 and above. Focusing on CM rather than KG loss, the targeted slimming treatments help to efficiently discharge fat cells to slim and tone specific areas of concerns. Its non-invasive, non-surgical natural solutions and formula consist of botanical ingredients to ensure safe slimming procedures. Lower body weight issues can be frustrating, but with dorra’s body-shaping technologies, problem areas can be effectively targeted through the elimination of unwanted stubborn fat. Ladies can expect to see visible results in just one session. The key benefits of dorra Slimming programmes are: Up to 5cm loss in one session Refine & reshape body contours with long- lasting results Tone flabby body parts Smoothen & tighten skin Detoxify the body Improve the appearance of cellulite Reduce water retention The brand strives to maintain its status as the leading lower body slimming expert in Singapore. Achievements Over the past eleven years, dorra has been recognised and awarded by several independent organisations. In 2020, dorra was awarded by Daily Vanity Spa & Hair Award for Best Body Contouring Treatment and Best Detox Treatment. In 2021, dorra achieved Trusted Brand GOLD and Superbrands Status. Success for dorra has continued this year with the brand being recognised as achieving Superbrands Status for the fourth consecutive year. It was also awarded the Readers Digest Trusted Brand Gold award, the Singapore Women’s Weekly Spa Awards 2022 for best Body-Shaping Massage (Tummy), and Her World Spa Awards 2022 best TummyFlattening Treatment. In 2023 dorra’s unique treatments have continued to gain recognition with Trusted Brands, Herworld, Beauty Insider (Best Slimming Treatment, Readers’ Choice Award) and the brand has again been awarded Superbrands Status. History Dorra Slimming was established in 2011 with its first outlet at Plaza Singapura and has since expanded to a total of 7 outlets island-wide. Since its beginning, dorra has been committed to engineering an effective formula that can easily penetrate fat cells to break down and burn triglyceride. With its reliable customised slimming solutions, dorra Slimming has become the leading lower body slimming expert in Singapore, successfully helping more than 50,000 satisfied customers across the island with their weight woes. Dorra Slimming has also been actively featured on Lady First Singapore, a popular beauty programme that shares products, treatments and tips highly recommended by professional beauty gurus. With increasing importance placed on satisfactory customer experience, the company quickly implemented WeCare, a customer assurance programme that allows customers to provide instant reviews, ratings and feedback after every treatment session to improve and maintain service standards. A rewards programme enables customers to collect points and redeem products. Customers can also use the WeCare App to keep a lookout for exclusive promotions.
2 7 Singapore’s Strongest Brands with no pills, no injections, no crash diets, and no exercises required. One-to-one consultations also ensure that every customer receives the best possible treatment and in-depth body assessments provide a detailed and clear understanding of the body issues before the most suitable treatment is prescribed. Valuing a satisfactory customer experience, dorra Slimming’s consultants undergo frequent training to stay updated to inform and educate customers about their body correctly. This is also undertaken with the help of a fulltime nutritionist who actively shares helpful knowledge about health and slimming with staff and customers. The company highly values excellent service, other than training to maintain standards; the company also implemented the WeCare system to allow customers a readily available platform to provide rating and feedback right after each treatment session. This also shows dorra’s commitment to ensuring an excellent service attitude through respectful and well-trained staff. The company regularly shares genuine upto-date testimonials that can let consumers understand the brand through different reviews. The outlets’ all-female environment helps customers feel entirely at ease and comfortable, so they can focus on tackling their body issues in a professional and safe environment. Product Customised slimming solutions are included with every package and are designed to the customer’s specific body type, condition and needs. A comprehensive step-by-step approach is adapted to ensure the best results for every customer. One-on-one consultation: ensures that the consultant can understand the customer’s slimming goals and lifestyle habits, and accurately find out the potential causes behind the weight problems. Body-fat composition analysis: reveals detailed information about the body composition (i.e. toxin level, muscle mass, fat and water content percentage) so both the consultant and customer can better understand the problem areas, as well as the severity of the weight issue. This information will help the consultant to devise a suitable treatment programme for each customer. Customised treatments: based on the customer’s weight problems and weight loss progress. Dorra’s signature formulation treatment targets stubborn fats by effectively breaking down and burning fat cells. Utilising unique technology and active formulas increase body metabolism, shrinks fat cells and promotes the effective discharge of broken-down triglycerides from the body to solve weight issues. The company has designed and formulated a complete range of products to compliment and prolong long-lasting treatment results. Dorra’s Advanced Peptide Slimming Technology ensures that even the deepest fatty layers are targeted and dealt with by triggering a metabolic process known as lipolysis. These peptides are found in the slimming ampoules that are massaged into the skin for complete absorption. Recent Developments To commemorate dorra’s 10th anniversary, the brand welcomed a new ambassador, Joanne Peh, in 2021. Dorra is convinced that Joanne is equipped with the ability to empower women with body confidence and motivation – reflecting the brand’s beliefs. Similar efforts also include frequent visits and reviews by social influencers who face different body concerns and wish to find a trustworthy, effective solution. With increasing importance placed on satisfactory customer experience, the company actively implemented WeCare, a customer assurance programme that allows customers to provide instant reviews, ratings and feedback after every treatment session to improve and maintain service standards. Promotion To cater to everyone who wishes to get lower body slimming help, the brand takes a multicultural approach and promotes its offering through English, Chinese and Malay platforms. Dorra is also featured on the well-known beauty programme, Lady First, to introduce the brand’s effective treatments and products to ladies who need help through beauty and health solutions, including detox treatments. The company frequently shares reviews and testimonials from both customers and celebrities who enjoy dorra Slimming’s customised treatments. Some examples are via radio spots, magazine features, digital content (i.e. posts, videos). The brand has also been actively collaborating with various social media influencers to share their genuine slimming experiences with dorra Slimming. Advertorials are placed on popular online media platforms such as Her World and Singapore Women’s Weekly. During the Covid-19 period in 2020, dorra was the main sponsor of Mediacorp’s Mask-ForThe-Nation charity campaign. In 2020 and 2021, dorra utilised influencer campaigns with NOC (Night Owl Cinematics) and Titan Digital Media to have the influencers try dorra’s treatments and encourage them to highly recommend them to their followers. The company has also been running several testimonial TV advertisements to promote their services, showcasing the success and benefits of dorra’s treatments. Brand Values Customised solutions that target every individual’s specific concerns to ensure the best results for every customer. A practical and effortless way to slim down or tone your body dorraslim.com.sg DorraSlimmingSG dorra-slimming-singapore dorraslimmingsingapore Dorra has served more than 50,000 satisfied customers since its inception in 2011. It has seven outlets across Singapore for customers’ convenient selection. Dorra focuses on CM rather than KG loss as the brand specialises in targeted area slimming. C3 Perfect Bodyline Serum, one of it signature products, can help to prolong the treatment results and enable 24-hour fat burning. Did You Know?
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